So I’ve been running my agency for about five years now, and we’ve built a solid client base here in Russia. But lately, more and more of our clients want to expand into the US market, and I realized pretty quickly that I can’t just wing it with American strategies. The problem is—where do you even start looking for a trustworthy US partner?
I’ve tried the usual routes: LinkedIn outreach, industry events, referrals from friends of friends. But every time I get into conversations with potential US agency partners, I hit this wall. How do I know if they actually deliver results for Russian-rooted brands? How do I know they won’t just take the brief and disappear for two weeks? And honestly, how do I know they’re not going to pitch my clients directly once they see what we’re doing?
I think what I’m really asking is: what’s your actual due diligence process? Do you ask for specific case studies? Do you run background checks? Do you start with a small pilot project before formalizing anything? I’d love to hear what actually worked for you when you were vetting partners for cross-border work.
Great question. I’ve been there, and honestly, the vetting process is half the battle. Here’s what I do now: First, I always ask for three recent case studies where they worked with either international brands or on culturally nuanced campaigns. If they can’t give you specifics—if it’s all vague—that’s a red flag. Second, I insist on speaking directly with one of their past clients. Not a reference they prepare, but an actual call with a brand owner or another agency they’ve worked with. You’d be surprised how many agencies don’t want to give you direct access. Third, I always start with a small campaign—like $10-15K budget—before we do anything bigger. It tells you everything about their workflow, responsiveness, and quality bar. And finally, formalize everything in writing, even if it’s just a service agreement. Protects both sides.
One more thing I learned the hard way: ask them about their onboarding process. A good partner will have a structured way to bring you in, understand your brand specs, and align on deliverables. If they’re winging it or treating you like just another client, that’s going to surface in the campaign.
I’d push back slightly on the small pilot approach, though it’s not bad. The issue is that small campaigns often attract different talent and processes than large ones. What I’ve found more useful is asking about their infrastructure: Do they have a dedicated project manager? What’s their typical response time? How do they handle revisions? And crucially—ask about their influencer sourcing. If you’re working with Russian brands, they need to understand the nuances of what resonates in the US market. If they don’t ask you questions about your brand positioning or target audience, that’s a warning sign. A real partner is curious.
From a data perspective, I’d ask for their last three campaign reports—not the summary, but the actual analytics. Look at engagement rates, conversion metrics, cost per result. Compare those benchmarks to industry standards for the US market. Also, ask them about their attribution model. If they can’t explain how they measure success or if their metrics seem inflated, that tells you something. And if they claim they deliver 10x ROI on every campaign, run.
One thing I notice as a creator is that good agencies actually understand creator culture and vibe. If the partner you’re talking to just sees influencers as media slots and doesn’t talk about building authentic relationships with creators, that’s a problem. The best partnerships I’ve had are with agencies that understand that creators aren’t just talent—they’re partners in storytelling. Ask them how they work with creators. Do they give them creative freedom? Do they understand that authenticity drives engagement?